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Interactive, direct and digital marketing: A future that depends on better use of business intelligence

Merlin David Stone (The Customer Framework, Ascot, UK)
Neil David Woodcock (The Customer Framework, Ascot, UK)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 4 March 2014

18946

Abstract

Purpose

The purpose of this article is to explain how the management of the two areas business intelligence (BI) and customer insight (CI) needs to be brought together to support a company's interactive marketing.

Design/methodology/approach

The article is based on the author's work in consultancy and in assessing client company's customer management capabilities and performance, as well as a review of some of the literature on BI and CI.

Findings

The article suggests that companies need to pay close attention to the governance of BI, as a self-service approach to BI becomes increasingly used by CI teams.

Research limitations/implications

The review of literature carried out by the authors suggests that the interface between BI and CI is poorly researched and would benefit from a significant research effort.

Originality/value

The focus on the interface between BI and CI is relatively new. The authors hope that it will trigger significant research.

Keywords

Citation

David Stone, M. and David Woodcock, N. (2014), "Interactive, direct and digital marketing: A future that depends on better use of business intelligence", Journal of Research in Interactive Marketing, Vol. 8 No. 1, pp. 4-17. https://doi.org/10.1108/JRIM-07-2013-0046

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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